If you build it (exceedingly well), they will come

Trade shows are a unique platform for brands to engage with customers and the media. They’re the perfect way for your audience to directly interact with your newest productsÂ â€“ a simultaneously exciting an daunting opportunity. Well executed booths will wow consumers and business owners; middling showings will be forgotten or, worse yet, they’ll leave a bad taste in the mouths of would-be buyers. Strong strategic and creative direction at every stage of planning are necessary to create a trade show experience that is both exciting and cost effective.

For the second year, Ripen eCommerce is proud to have crafted a successful trade show presence for Happy Chef, a leading culinary apparel manufacturer and provider. The booth, which appeared at the 2013 National Restaurant Association (NRA) Show in Chicago, IL, was designed to attract potential customers and introduce them to the company’s newest restaurant and foodservice attire. While we knew many attendees would be familiar with Happy Chef, thousands of others would be discovering it for the first time. Product selection, targeting, and messaging were all carefully selected with both these audiences in mind.

In addition to carrying over major branding elements (which Ripen redesigned in tandem with the NRA Show last year), we updated the booth to maximize the value of time spent with every potential customer.

Improved layout with greater product exposure

More detailed, informative product tag descriptions

Knowledgeable, friendly models in matching attire

Custom software development for iPad displays

High impact imagery and logo placement

Of course, this represents only a small part of the logistics that go into crafting a remarkable event. The Ripen staff worked tirelessly in the weeks leading up to Happy Chef’s NRA 2013 showing. Every detail was scrutinized to ensure our client’s booth was generating the greatest return on investment and the most memorable brand experience possible.

Product selection and preparation, including apparel prep

Booth vendor research and contracting

Pricing and price negotiation on all booth assets

Marketing research, including list acquisition and media purchases

In-house photography and videography

In addition to both pre-production preparations and on-the-floor execution, Ripen eCommerce completed a broad range of promotional collateral to attract potential customers to the Happy Chef booth. Messaging varied in approach from simple mentions to direct action invitations â€“ each implementation was successful in driving foot traffic, including high value customers with an immediate intent to start a business relationship.

Traditional advertising in print publications

Digital advertising: banners and newsletter ads

Direct mail campaigns to select audiences

Email campaigns, including owned lists and e-blasts

Participation in highly visible social media channels

At-the-show incentives for select VIPs

These efforts played an undoubtedly large role in the quantity and quality of leads generated at the National Restaurant Association Show. They set high expectations for every potential visitor, and those expectations were met with a rewarding brand experience that communicated the value of Happy Chef’s newest products.